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Beckwith, H. (1997). Selling the Invisible - A Field Guide to Modern Marketing, Warner Books.
- Ch. 1 Getting Started
- Ch. 2 Surveying and Research
- Ch. 3 Marketing is Not a Department
- Ch. 4 Planning: The Eighteen Fallacies
- Ch. 5 Anchors, Warts, and American Express
- Ch. 6 The More You Say, the Less People Hear:
- Ch. 7 Ugly Cars, Boats, Shoes, and Overpriced Jewelry
- Ch. 8 Monogram Your Shirts, Not Your Company
- Ch. 9 How to Save $500,000
- Ch. 10 Holding On to What You've Got
- Ch. 11 Quick Fixes
- Ch. 12 Summing Up